Where there is football, there is beer – lots of it!
The ideology behind consuming drinks while watching sports is an old fan tradition – one that persists even today. In fact, nearly 54% of adults between the ages 21 and 35 like to enjoy beverages, like beer, while watching a match.
So where did it all begin? The tradition sprouts from a social practice, where individuals would come together and bond over shared interest, whilst drinking beer.
Ever wondered why? Well football is a sport that rose up from the working classes. They didn’t play rugby, tennis or golf, it was just football. No matter which city in the world, it was the working-class men who played the game – the same men who used to hang out at pubs and drink beer.
This link between football and beer quickly became a dream for beer companies, leading to advertisement wars. Heineken sponsors the Champions League, Carlsberg the last Euros, Carling the English Premier League, while Budweiser sponsors the FA Cup, and the last FIFA World Cup. On top of that, a huge number of teams are sponsored by beer companies too.
During any big football game, there is a huge hike in the amount of beer sold. So imagine how many beers will be guzzled this summer for the World Cup in Russia.
Beer gives the buzz, and the game seals the deal. Win, lose or draw, football and beer will always go hand-in-hand. So, what are you waiting for? Grab that ice-cold beer and enjoy the match here at the Irish Village Dubai – your home for football this summer! Cheers!